MarTech Today: Data targeting vs. contextual targeting, why MediaMath ‘unjoined’ the Ad ID Consortium & what to do if you have a post-GDPR data breach

Here’s our daily recap of what happened in marketing technology, as reported on MarTech Today, MarTech and other places across the web.

From MarTech Today:

• Is third-party data targeting more effective than contextual targeting?
  Jun 28, 2018 by Barry Levine
  A new report from performance marketing agency Roast and ad platform Teads tested whether the costs of user data targeting and of complying with GDPR are worth it.
• Google announces Google Marketing Platform Partners program
  Jun 28, 2018 by Ginny Marvin
  The program includes more than 500 companies certified to provide resources or training on using Google Marketing Platform products
• Why MediaMath ‘unjoined’ the Ad ID Consortium
  Jun 28, 2018 by Barry Levine
  And instead joined the IAB Tech Lab’s DigiTrust, now allied with the Consortium.
• Now that GDPR is here, what do US companies do if they have a breach?
  Jun 28, 2018 by Robin Kurzer
  Though enforcement is unclear and state laws vary wildly, companies in the US should report GDPR breaches to their local DPA with 72 hours. Probably.
• Supreme Court reversal on state sales tax deals major blow to ecommerce businesses
  Jun 28, 2018 by Robin Kurzer
  With its decision on South Dakota v. Wayfair, the court paved the way for states to introduce legislation that will require e-tailers to collect sales tax.

From Marketing Land:

• Here’s your exclusive sneak peek at the MarTech agenda
  Jun 28, 2018 by Marketing Land
  Your success as a marketing technologist requires that you live and breathe at the intersection of marketing, technology and management. As you struggle with how to select, implement and utilize to transform your organization.
• Twitter’s new Ad Transparency Center shows all ads shown in past 7 days
  Jun 28, 2018 by Amy Gesenhues
  As part of its initiative to be more transparent, Twitter will show billing information, ad spend and targeting data for US political ads.

From Around The Web:

• 5 Ways Brands Can Use IGTV to Distribute Killer Long-Form Content, Tubular Insights
• Has GDPR shut the door to consumers in the EU?, Smart Insights
• What are the benefits of multi-touch attribution?, Econsultancy
• Yet another massive Facebook fail: Quiz app leaked data on ~120M users for years, Techcrunch